From selling denim at market stalls to advising political movements for the Gandhi dynasty, Bob Sheard’s path to becoming one of the most influential brand strategists in the UK, it’s absolutely extraordinary.
As the founder and co-owner of the new Freshbritain (with a different brand design business), his career aims to disrupt the industry, influence global outdoor giants and turn his goals into profits.
The spark of his career ignited at the Halifax Playground when a new pair of coaches flipped his social destiny overnight. That moment of formation showed him the power of the brand. The journey that followed was a journey through fashion, marketing, sports, politics, and some punitive tests were performed along the way. From barefoot grapes stomped in his father’s garage to frosted toes of the Arctic Expedition to obtain Performance Brand Insight, Bob is committed to understanding the end-user commitment.
Freshbritain, who co-founded background fashion, AI and computer science with his wife and business partner Sophie, has earned a reputation for his long-term strategy, financial, financial and sustainable goals of the “UNF*CKING brand.” As the business heads to helping the brand accelerate its net-zero ambitions, Bob remains restless, ruthlessly curious, and undoubtedly drives mission-driven.
What is the inspiration behind Freshbritain?
It starts with a pair of coaches and a moment at the Halifax School’s playground. That was the first time I really understood the power of a brand.
After working in the industry – working at Converse, Karrimor and Levi’s – I saw the performance aspect of the brand close. When I launched Freshbritain, I wanted to strip it and focus on the truth, impact and financial returns. No lifestyle fluff – just material, rigor and real transformation.
We walked very deeply. Sometimes it’s hiking in the desert or feeling frostbite for UVU. We believe in the “essence of adopting prey” – as close to life experience as possible. This is how you build a significant brand.
Who do you appreciate and why?
James Curleigh, former global president of Levi’s. He taught me to win. James knows when to move forward- When to win. His clarity, charm and strategic mindset helped us reimagine the future of Salomon. He also gave us the best recommendation ever: “Freshbritain Unf*cks Brand”.
Sam Pitroda is another one. Sam, known as the father of Digital India, once asked me to help write his book Redesign the World. He told me: “Most people’s goal is possible. You and I have to target impossible goals.” It’s hard to say no.
Looking back, would you do something different?
certainly. Tell me someone who has no regrets and I will tell you a liar.
I wish I could join the army. The discipline, exposure to primitive human behavior, is invaluable for those working in brand psychology.
I wish I could earn an MBA. Our business works closely with private equity and qualifies to quickly track certain conversations.
I wish I could start building a collaborative network earlier. I am now very proud of the open source work of sustainability tools, but this mentality emerged later.
Oh, I’ve never crawled into K2. That thorn.
What defines how you do business?
A few words: Passion. obsessed. addiction. people. relation. Change.
I am addicted to my work. This is the only thing I’m good at, and I don’t take a break until I find a solution to the problem in front of me.
I believe in people – develop them, support them and help them fly. Whether it’s our team, our clients, the universities and charities we support, I want to make people (and the planet) better than I’ve found.
Now, we are using our expertise to help brands move toward zero net and do it with transparency. This means giving up some of our best tools, because no progress can happen in silos.
What advice would you give to the initials?
Very simple.
If you do nothing, nothing happens.
If you do something – it can happen.
So, do something. See what happens.
start. brave. Making a mistake. And never let fear stop you from retreating – this is your tailwind.
